Chapter 1

INTRODUTION o Conceptual Framework o Objective of the study o Rationale of the study


Chapter 2

RESEARCH METHODOLOGY o Sample o The Tools - For Data Collection - For Data Analysis


Chapter 3


Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties. personality type and creative ability.) that has some kind of value. Commercial advertisers often seek to generate increased consumption of their products or services through branding. creativity and mental health. and ways of fostering creativity through training and technology. These messages are usually paid for by sponsors and viewed via various media. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. outdoor or direct mail. creativity in education. ideas. Mass media can be defined as any media meant to reach a mass amount of people. such as a public service announcement. Different types of media can be used to deliver these messages. philosophy (particularly philosophy of . CREATIVITY Creativity refers to the phenomenon whereby a person creates something new (a product. education. cognitive science. magazines. interest groups. to persuade a target market to purchase or to consume that particular brand.psychology. or to the society or domain within which the novelty occurs. or services. which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. readers or listeners) to purchase or take some action upon products. Scholarly interest in creativity ranges widely: the relationship between creativity and general intelligence. or new media such as websites and text messages. religious organizations and governmental agencies. What counts as "valuable" is similarly defined in a variety of ways. radio. Creativity and creative acts are therefore studied across several disciplines . a work of art etc. the mental and neurological processes associated with creative activity. What counts as "new" may be in reference to the individual creator. Nonprofit organizations may rely on free modes of persuasion. television.CREATIVITY IN ADVERTISING: WHERE THE CREATIVITY IS BORN INTRODUCTION ADVERTISING Advertising is a form of communication intended to persuade an audience (viewers. a solution. It includes the name of a product or service and how that product or service could benefit the consumer. including traditional media such as newspapers.

science). Creative thinking is the sound ground where one can reap a rich harvest of ideas. business studies. authors have diverged dramatically in their precise definitions. the advertising message. linguistics. which is the purpose of advertising and the objective of the advertising Creative Advertising starts with proper creative planning. This includes the conceptualizing of basic ideas to their final implementation. Beyond this general commonality.e. there is a multitude of definitions and approaches. p. Campaigns are created in linear formats. There are all kinds of rails and fences and obstacles to keep creative thinking linear. with Peter Meusburger claiming that over a hundred different versions can be found in the literature. As a result. . Advertising leads to attention towards something i. CREATIVITY IN ADVERTISING In Advertising the world is flat. however. The creative part of advertising is what comes before the potential customers and it is here that the fate of the campaign and consequently of the product being sold could be decided. its creative senses and talents if the advertising professionals. we seem to have reached a general agreement that creativity involves the production of novel. Agencies are structured on a linear basis. and economics. DEFINITION In a summary of scientific research into creativity Michael Mumford suggested: "“Over the course of the last decade. 2003. Advertising is a big business and ranks among the top industries in the world. useful products” (Mumford. 110). sociology. The ideas are visualized considering basic human motives. technology. theology. Advertising is nothing but selling ideas. The growth of the top advertising industry in any country is in direct relation. The word advertising is derived from the Latin word ‘adverto’. that means “To turn towards”.

and to celebrate their 60-year existence in the industry. media and marketing professionals. . as sales figures are doing well. 2005 MUMBAI: Advertising agencies in India should come out of their traditional styles and start thinking "out of the box" in order to push the creative frontiers to new heights. He was of the opinion that the advertising community should develop a habit of not seeing beyond the obvious. NOVEMBER 11. “The industry today needs a thrust and much greater recognition in the international scenario. who is also one of the keynote speakers during the event. Targeted towards the burgeoning and existing advertising.advertising ." Pandey." he said. and ad guys need to catch up on these new techniques. JWT India. 2005 It cannot be denied that as one of the most rapidly growing professions in India . organised by Advertising Agencies Association of India (AAAI) here. Though it has been advancing rapidly. the symposium will examine the future consumers.” says ad man Piyush Pandey. Piyush Pandey. "This very attitude has to be changed and the creative people should come out with ideas that touch the psyche of a common man and see to it that they convince their clients about the non-conventional ideas and give their gut feeling a chance". the internet. to incorporate consumer and media perspectives. there needs to be a lot more effort to speed up the growth. a well-known advertising expert said on Friday. "Instead of convincing the clients.” says Colvyn Harris. “Predominantly. communication challenges and new media. November 08. Primarily focusing on traditional and contemporary methods in advertising. and see the day of the light and eventually converted into a real creative Ad. CEO. blogs. The symposium will attract a galaxy of eminent speakers (including the minister of state for tourism Renuka Chowdhury and ad guru Prahlad Kakkar) who will share their unique perspectives on the future world in the areas of connecting with audiences. and starts seeing beyond the 30 “What’s The Future of Advertising?” After Hours Correspondent DNA Tuesday.LITRATURE REVIEW “Agencies Need To Think Creatively” PTI [FRIDAY. the Advertising Agencies Association of India (AAAI) is organizing a three-day symposium discussing the future of advertising in India. we are trying to identify the current challenges in advertising and the different ways to meet them. The industry per say is witnessing a lot more ways to reach out to their consumers like MMS. To tap these changes. Executive Chairman and National Creative Director Ogilvy said at a symposium. Pandey undergoing a lot of change. we always make excuses that the client does not accept the new idea or say why tinkle around with the idea that is working. the symposium will include consumer reactions and influences with respect to the profession. "We have to struggle to see that the good ideas are accepted by the clients. who will be addressing the event with respect to positioning of advertising beyond boundaries.

Project shows how creative director in an ad agency goes ‘under the skin of creative’ to use it to greater effect in their work and in wider aspects of their lives. The subject of creativity in advertising is something of an enigma. Project report debunks some of the myths surrounding creativity and then carefully takes through the five I’s of the creative process.RATIONAL OF THE RESEARCH Creativity is a gift most of us desire. . but only a few seem to have. The purpose of this research is because it also gives the insight of future creativity and the tools that can be helped to help advertising professionals to enhance and enliven their work.

and so the techniques and methods discussed in this project are just mere tools to enhance and liberate one’s creative skills. The foundation of creativity is in individual. So don’t confuse the menu with meal It is observed that “Far too many people are leading their lives lie they’re driving their cars with brakes on” this projects will enable you to know how your foot is taken off that brake pedal. just like ‘organization’. You need to think of “Creativity” as a discipline. ‘commitments to results’. or ‘responsibility’. . This project tells us the importance of Creativity in Advertising as creativity demands abundance.OBJECTIVES Creativity is something you cannot think of as ‘Let’s stop and be creative’.

The objective of the study as stated in the previous chapter was finalized So as to initiate the survey for the study.  Decide the research design. Journals. structure strategy of an investigation conceived so as to obtain answers to research questions and control variance. THE SAMPLE:  Discussions with the concerned TOOLS:  Data Collection: Observation Method  Primary data  Secondary data: Published materials by various authors Such as periodicals. and websites . Among the above mentioned types descriptive research design has been chosen. news papers. cross sectional analysis was conducted by using field survey method in the process of field survey a questionnaire was developed and circulated among respondents which formed the basis for entire research. • Explanatory Research • Descriptive Research • Casual Research. Descriptive research is to find an efficient sales force of Agents /Financial Consultants / Agent Advisors. There are three type of research design system.METHODOLOGY THE STUDY  Decide the objective of the study to be carried out. In order to study the characteristics and variables. What is research design? Research design is a plan.

REFERENCES  Creative Advertising Mario Pricken  Ogilvy in Advertising David Ogilvy .